In
this session, we will explore what B2B marketers can really be doing to get
maximum business value from data about customers and prospects. We’ll look at
new data sources, how to keep your data clean and fresh, the top 5 applications
of data in B2B, and a lively case study about how a machine-tools company
applied data to fuel sustainable business growth. In addition, you will learn
practical applications, such as turning your website into a source of
prospecting data, as well as becoming comfortable and energized about taking
charge of your customer and prospect information.This
will be about data that is big—and small—and a great source of leverage for
profitability.You
will learn:

·The
business case for complete, accurate data·Four
steps to strategic, effective B2B data acquisition·Five
essential data hygiene tactics·How
Makino Americas dramatically improved its marketing ROI via data-driven content
marketingSpeaker’s bioRuth P. StevensPresidenteMarketing Strategy,
a B2B consultancy in NYCRuth P.
Stevens consults on customer acquisition and
retention, teaches marketing at business schools in the U.S. and
abroad, and is a guest blogger at Biznology
and Target Marketing Magazine, and a contributing
writer at AdAge. Crain’s BtoB magazine
named Ruth one of the 100 Most Influential People in Business Marketing.Her newest book is B2B Data-Driven Marketing: Sources, Uses, Results.Ruth has held senior marketing positions at
Time Warner, Ziff-Davis, and IBM and holds an MBA from Columbia
University.Learn more at www.ruthstevens.com